What if people see it three times, does that mean more or less profit??? How about before we decide to change an existing attraction and invest tens of millions of dollars, we look a little deeper into the numbers to make sure the investment is a sound one. Of course it is a good movie, no one is doubting that. But I assure you it would not have the numbers it is having if it had any competition. I have a family and I am in the demographic where all my friends have families. Some have seen Frozen more than once. Why, not because its that great of movie that our kids are begging to see it again, but its because we wanted to take the kids to a movie and there really isn't any other options.
Lets take an example like Tangled. I think we can all agree that it was a major success for Disney, and is the same category as Frozen. What did Tangled have to compete with when it was released: Megamind, Harry Potter, Narnia and Tron. What did Frozen have to compete with, Free Birds and nothing other than the Lego movie in the near future. If Frozen had to compete with that same line up of movies there is no way it pulls in the numbers it has. And I am a perfect example (seeing it twice). Tangled did around $600 million competing with those movies, which is incredible and shows how strong the Tangled brand is. Frozen has done around $530 million to date and it will probably pass Tangled. But my point is the lack of any real competition is giving it extra shelf life that it would not normally have and Disney is loving it. It also points to just how strong Tangled was and still is for Disney (not mention the hour long waits to meet Rapunzel).
So I apologize for the naive comment, but you have to look at the all facts on exactly why a movie is making the $$$. Not just that its really good and people are seeing it twice. Frozen is a really good movie, but it has benefited greatly with being the only player in the kids movie market for most of December and will be for most of January.